Doing the Right Thing in Advertising: Moral Education and Training

Abstract

Undergraduate students showed an increase in moral reasoning (DIT) after a semester-long course covering topics of advertising ethics, completing a new advertising ethics training program (CEAE), and engaging in activities that allowed for reflection. Students placed more importance on postconventional stages of moral reasoning over personal interest despite the suggestion that emerging adults are self-focused. Students agreed or strongly agreed that studying ethics is important to developing moral awareness and moral reasoning and found the professional training relevant to their critical thinking skills and moral awareness. Advertising education should continue to use reflection and role-taking activities and consider incorporating professional training and future research should continue to explore the role of moral motivation in moral reasoning.